Gordon Castle Scotland

Launch PR

From botanical seedlings, great brands grow.

Set on the banks of the River Spey in picturesque Moray, the Gordon Castle Estate is the spiritual home of the Gordon Clan. Using plants, herbs botanicals from the garden, Gordon Castle Scotland had created a small batch botanical gin, Gordon Castle Scotland Gin.

The Challenge

To launch the new brand into a crowded gin market creating a clear and compelling brand proposition and generate sufficient exposure to impact sales and preference.

The Solution

Brand collaboration

Using our established connections, we brokered a partnership with Edinburgh International Film Festival for Gordon Castle Scotland Gin to become the official gin partner for 2015, allowing for targeted sampling, extensive branding, corporate entertaining and PR opportunities.

Connecting with Gin Club Scotland, Grampian Food Forum and the Hospitality Industry Trust’s (HIT) Highland Dinner, we provided opportunities for Gordon Castle to host influencers and share the Gordon Castle story.

Represent handpicked twenty media titles which we felt were an ideal fit for the brand – this spanned lifestyle, press and broadcast media. Our pitch was targeted and focused on positioning the brand as premium gin with a strong back story. From national publications such as Hello Fashion Monthly, Tatler, GQ and The Field, to Scottish and regional media – print, online and broadcast, including a blogger engagement campaign – we created a share of voice for the new brand delivering significant standout and preference

The Impact

In the six-month campaign period, we delivered:

47 features in tier 1 media channels
4 Brand collaborations – The Royal Highland Show, Hickory, Film Festival & HIT
2 Full page features in Scottish national press
4000 sampling opportunities
500% increase in social media followers
Number of stockists doubled
Gordon Castle featured on Scotland’s first Gin Trail map.